Cadbury Chocolate Marketing Strategy
Added on 2020-05-08
19 Pages3473 Words59 Views
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Running head: MARKETING MANAGEMENTMarketing ManagementName of the StudentName of the UniversityAuthor’s Note
MARKETING MANAGEMENT1Executive SummaryThe report studies the current market situation of Cadbury. John C established the companyin 1824 as a grocery shop to sell chocolate drink. Late on 1847, the company introduced thefirst chocolate bar. The company is under constant modification since then and recentlycollaborated with Mondelez for increasing their market share in the international market. Thestudy conducted both internal and external study for understanding company’s currentsituation. The result reflects a stable condition of the company holding the second positionaccording to the company’s net sale on 2016. The study then focuses on its brand“Bournville” that was initially launched in 1908 England and later spread around the globe. Itis know for its richness of chocolate. The report makes suggestion based on the currentmarket situation and proposes the procedure of maintaining stability, increase profit andmarket share.
MARKETING MANAGEMENT2ContentsExecutive Summary...................................................................................................................0Introduction................................................................................................................................4Product....................................................................................................................................5Mission Statement..................................................................................................................5Part 1 Marketing concept...........................................................................................................5Internal Marketing..................................................................................................................6Social Marketing....................................................................................................................7Product Orientation................................................................................................................7Production...............................................................................................................................7Market Orientation.................................................................................................................7Relationship marketing...........................................................................................................8Part 2 External factors................................................................................................................8Porter’s five force...................................................................................................................8PESTLE................................................................................................................................10Part 3 Recommendation...........................................................................................................11Opportunities........................................................................................................................11Threats..................................................................................................................................11STP.......................................................................................................................................12Segmentation....................................................................................................................12Targeting...........................................................................................................................12
MARKETING MANAGEMENT3Positioning........................................................................................................................124Ps of marketing...................................................................................................................13Product..............................................................................................................................14Price..................................................................................................................................14Place..................................................................................................................................14Promotion..........................................................................................................................14Conclusion................................................................................................................................14References................................................................................................................................16
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